Casillero del Diablo reveals "major pre-Christmas TV push"
Casillero del Diablo, Concha y Toro’s biggest brand, has announced a major TV push for its ‘Wine Legend’ campaign in the run up to Christmas 2020.
The brand’s 20-second advert will appear across ITV, Sky and Channel 4 between November 26 and December 13, 2020, when it is calculated to reach over 62% of ABC1 adults.
The producer said the brand’s long-term partnership with Sky Cinema continues to help drive awareness and household penetration, and the UK team at Concha y Toro is looking to build further on its success during this period which sees increasing numbers enjoying wines at home.
Emma Ashton, Head of Marketing at Concha y Toro UK said: “We are continuing the momentum which has been accelerated during the lockdown as consumers have sought the reassurance of well-known brands. Casillero del Diablo has always had a strong link to on-screen media, and we expect this new investment to push the brand to even greater heights during the crucial Christmas period.”
Clare Griffiths, Commercial Director at Concha y Toro UK said: “This has been an unprecedented and turbulent year in so many ways, but it is well documented that brands which are able to avoid ‘going dark’ during challenging times ultimately see a great benefit. Our insights have highlighted a whole new segment of consumers joining the wine category in recent months, and continued investment is one way to work to ensure their retention.”
The campaign follows Argentinean brand Trivento’s recent campaign on national TV with its ‘Real Life Bold Discoveries’ creative and includes media worth £1.8 million in total.
Casillero del Diablo continues to grow well ahead of the still wine category, showing 24.5% value growth in the most recent 52 weeks, according to Nielsen data.
Its household penetration figure, a key metric of how many households have bought the wine, has jumped to its highest ever value, 10.4% (Kantar Worldpanel).